Third Coast: Outkast, Timbaland, and How Hip-Hop Became a Southern Thing

As a hip-hop fan originally from the East Coast, but now residing in the Midwest, where a majority of popular rap music is from the South, I was interested in reading this book to learn about the development of hip-hop in the Southern region. This book seems to focus primarily on Outkast, with notable sections on Eightball and MJG, Timbaland, and The Neptunes, among others. My only problem is that this book was written right before some of the better artists of today really made it big, so it seems as if it's incomplete. Maybe the author will consider a part 2?

This book provides a good overall synopsis of Southern Hip-hop. The historical framework from which it develops is discussed at length. The research is supplemented by firsthand accounts of the author with musicians and others in southern hip-hop. The author is not afraid to posit his own conclusions and challenges the reader to do so. This study of southern hip-hop is written very well and is an easy enough read for those who are just fans of the genre. It is also so substantive in its facts, research, documentation, etc., that it is suitable as a source for the music scholar.

Roni Sarig does an amazing job of flipping the standard hip-hop history, by asserting the primacy of the South in hip-hop, both from a creative, popular, and sales perspective. He illuminates the family and industry links from the funk and soul eras of African-American music up through bounce, crunk, and trap music. He shows that the South has been a powerful presence in hip-hop for decades before it was readily acknowledged by the hip-hop media. The level of detail he includes is exhausting (in an fascinating way), referencing different scenes, rappers, producers, DJs, etc., through the years. Did you know Luther Campbell campaigned heavily for Janet Reno in her run for State Attorney General for Dade County back in the day? This is a tremendous work of invaluable research. Know your history! IK